If you’ve seen a printer, you know what Hewlett-Packard (HP Inc.) is, and Anthony Chiulli, our director of product marketing, met with Morgan Chemij, Sr. Director of Acquisition and Retention Marketing for HP.com, to discuss…well…email, of course.
HP Inc. is a titan of the computer world, so they discussed how this technology giant uses email to attract and retain customers, how they analyze and optimize based on data, and where email could innovate for better success.
Check out the video to hear his thoughts!
(Keep scrolling for key timestamps and even a full transcript. Plus, find links to our podcast version!)
Total Run Time: 15 minutes
00:20 – Overview of Hewlett-Packard Inc. (HP Inc.), its products, and Morgan’s role
1:12 – Multiple ways HP Inc. is leveraging email across its business
3:24 – Ways HP Inc. is segmenting and targeting customers, focusing on data signals
5:29 – Advantages of using dynamic content and tools to enhance email user experience
9:13 – Morgan’s view on the opportunities and concerns with digital voice assistants
12:38 – Areas of the email industry where Morgan believes more innovation is needed
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Hi everyone, and welcome back to another episode of Email on Tap. I’m your host, Anthony Chiulli. And today I’m joined by Morgan Chemij. He is the senior director of acquisition and retention at HP. Morgan, thanks so much for being on the program.
Thanks for having me, man. I really appreciate it.
So tell me a little bit about HP, its products, and your responsibilities.
Yeah. So we’re an 80-year-old company. We were in Silicon Valley before Silicon Valley was a thing. The product line really consists of a lot of everyday utilities, everything from printers and ink to laptops and desktops to imaging technology. And then we get pretty far out into the future with a lot of our 3D printing and medical technology. So we’re a, I don’t want to say jack of all trades, but chances are probably everybody watching this has at least one HP product in their home. I think we’re responsible for something like 50% of things printed in the US these days are printed on HP technology. So it’s cool. We do a lot of great things that help move America and the globe forward.
Very nice. Being responsible in overseeing acquisition retention marketing as well as third-party marketplaces at HP and HP.com, what ways are you leveraging email and where do you find its strengths?
So I mean, I think email is really at a unique position. When you think about identifiers, email is a pretty true identifier. Cookies can be spoofed and manipulated in a variety of different ways. But at the end of the day, we use email for a lot of different things. Obviously from our day-to-day CRM marketing to our email program, but then obviously we’re using email ideas and onboarding them through LiveRamp, for example, to better target existing customers in the display space, for example, or with Facebook. And then we’re also able to use email IDs–we’re able to onboard them and find lookalike audiences, once again, within traditional display, Facebook, Google, other marketplaces.
And then one of the final things as I speak to Google: Email IDs really help us custom cater messages. So for example, in Google we’re able to identify people who are HP customers and how we bid against those audiences for the messaging that we put in front of those audiences is going to be predicated on whether or not they’re an HP customer. And kind of where they are in the life cycle, what types of products they’ve purchased historically. So we want to make sure that our messaging is on brand for HP but then obviously really suits the customer’s needs for where they are in the life cycle and what their interaction with the brand has been historically. We don’t want to put a message in front of you that’s not relevant to where you are. We want to make sure that the customer journey is relatively seamless. And between taking email IDs and understanding what our email cadence is and what kind of touch points you’ve had with our CRM, and then looking at our biddable media. Making sure that those messages dovetail together and you’re having a consistent experience from everything display, search, email, on to your site experience. So it’s a pretty pivotal part of what we do.
So expounding that a little bit, with HP being primarily a PC and printing company, how are you segmenting and targeting those unique audiences, as well as adding value along that life cycle that you that you were talking about?
Yeah, so I mean I think knowing what the customer purchase patterns have been like, understanding usage data, understanding if they’re having PC problems, if they’re running low on ink. Those types of things. How do we actually– I don’t want to sell somebody something that they don’t need. Right? If you’re low on ink– hey, I know how it is. I’ve got kids. There’s things you need to print out: boarding passes every once in a while. There’s things like that where it’s important that– oh, my kid’s got a paper due tomorrow morning and at 7:30 they’re trying to print it and it’s not printing. How can we be accretive to the end-customer’s life, and how can we add a lot of value? We don’t want to just be a brand that’s sell, sell, sell. We want to really enhance people’s life. And so understanding a lot of different data that comes back from devices themselves and understanding customer purchase patterns enables us to really custom cater the messaging and our approach to the end customer to ensure we’re not putting marketing in front of them that’s not relevant, not adding value.
And then when we think about content and the content framework, how do we put content inside of an email that’s going to be relevant to that end customer? If you’re a gamer, for example, and we know that you’ve engaged with our gaming emails historically, I don’t want to send you an email that shows you our latest laser jet printer for businesses. I want to send you product recommendations and content that’s relevant to gaming, that’s relevant to Fortnite or Overwatch League or whatever you happen to be into. And so we play pretty close attention to customers and what they’re engaging with and our own content production life cycle to ensure that we’re putting content that adds value, whether it’s purchase or purely just to inform the customer and keep them engaged with the latest HP products and services, or general concepts around how we can help benefit their lifestyle.
Talking about content and email, dynamic email is certainly a hot topic especially with the recent developments with AMP for email. In what ways are you envisioning HP leveraging dynamic email and content?
Yeah. So I mean, we operate in a very unique marketplace where pricing changes on a variable basis, inventory changes a little bit here and there if we’ve got a product– our Spectre line is very popular. And when we launch a new Spectre product, sometimes we’ve run out of stock or we run short on stock. And so I don’t want to put an email in front of you that promotes a new Spectre when maybe we’re low on inventory or maybe it’s more convenient for you to get it from Best Buy versus buying it direct. I want to be able to put relevant messaging in front of you. And so when we look at third-party technologies, for example, in Movable Ink where we’re able to dynamically swap content out real-time. We look at those types of content enablers as something that really enhances the overall customer journey. And frankly, it does reduce some friction in our overall production cadence and life cycle.
So we need to work with a variety of different aspects of HP in order to even push an email out. And so if pricing changes or if inventory changes, rather than cancel an email altogether the technology exists these days where if you haven’t opened the email we can dynamically swap out product content. So maybe we’re running low on the gold, so instead of featuring the gold color for one of our laptops we can feature the aluminum, or white gold if you will, color for our product. And so things like that. So the customer journey is not interrupted, the overall experience is not interrupted. We might be putting something on sale. And so when we sent the email that said at X dollars but we decide to reduce pricing by $50, we can go ahead and dynamically make those changes leveraging third-party tech. And so those types of elements are really important to us.
The other piece is we can go ahead and do really incredible split testing where we test two different images simultaneously within the email, and then based upon a read at the 10% level we can see who the winner is and we can swap out the image that’s served to the winning image. And so things like that, once again, just enable us to do what we do better, enhance the user experience, and really engage consumers with our content.
I would imagine with the number of SKUs and products within HP and the dynamic business that you were speaking of in some of the use cases, that would be something that certainly would add value not only to your side of the business in keeping those emails relevant and up to date, but also from a consumer standpoint, like you said, if you haven’t opened it.
Yeah. I mean, and there’s nothing quite like getting an email where something fails to load appropriately or an image is pixelated or whatever the case may be. And it’s great that these new third-party technologies that we could only dream about a decade ago enable us if something goes out. And it doesn’t happen often, frankly. We’ve got a pretty stringent QA process. But if something is wrong, the ability and go ahead and swap that. Because once it’s out there in the ecosystem it’s out there. Right? So the ability to go ahead and swap things out in real-time is great. It doesn’t reduce the level of scrutiny that any types of marketing assets go through when it pertains to our email program, but it is nice to have that additional safety net in the event that something isn’t executed 100%.
Another thing that I’m really curious about your point of view on is the rise of digital voice assistants: Alexa, Cortana, Siri, and others. And recently, developments in the email marketing use cases for those technologies. What do you see as the opportunities for digital voice assistants, and perhaps any concerns about the rise of those?
That’s really funny. Every time I travel and I’m at a hotel, I mean, and it’s always on my phone, but. I have this weird instance of just saying, we’re an Android household generally, and so we have Google. And I’ll, “Hey, Google.” And it’s weird. Two or three years ago, that’s something that you wouldn’t get a response. And now you’re starting to see some of the hotel properties actually start to integrate some of this tech. A lot of the TVs have Chromecast built in now. As it pertains to HP, I think voice is a really exciting new frontier. I think people buying from voice is– it’s on the cusp. And I think what people need to realize is, voice isn’t what it was two years ago. Voice was talking to a device. Now voice is talking to a screen. And the majority of voice devices sold these days, I mean, yeah certainly Google still has their little pucks, but the majority of voice devices being sold have a full image. So you can go and you can read reviews. You can get an email from HP and immediately ask about product specs, whatever the case may be. And with Google’s knowledge graph and how we’re actually pushing data out in a somewhat standardized format, you can actually go and see those specs.
And if you look further out, there’s a lot of really interesting innovations with Google shopping where you have the capability of certainly purchasing products directly via Google. And if you think about the life cycle of products starting to talk more to each other when a 5G’s going to enable, the notion of your HP printer running low on ink and the ring around the top of your Alexa, if we were to talk about somebody that doesn’t have video-enabled technology. The ring around the top of your Alexa strobing red so you know there’s something wrong. “Hey, Alexa. What’s going on?” “You’re at 10% of your ink capacity. Now is a good time to order more.” And, “Okay, Alexa. Go ahead and order more.” And it goes ahead and places that order with Amazon because it has the access to your Amazon account, it knows where you live, it knows what kind of printer you have because a lot of our newer technologies are Amazon or Google enabled. That’s kind of where we see things going. And then obviously having that same kind of trigger-based email functionality where, “Hey, you’re running low on ink. Click here to buy more, or ask your Alexa or Google Voice to re-up.”
Yeah. And once again, it’s really not about us pushing product. We’re not when you’re at 50%. It’s when you need it so you don’t run out, so it doesn’t interrupt your life.
It’s the convenience play, right?
Yeah, and these are the types of products where, look, I’ve got kids. They do, occasionally the printer is running low on ink. I happen to have HP Instant Ink so it re-ups automatically. It talks to our systems and knows when to send us new stuff. And it’s very affordable. It’s a few dollars a month and you can never run out of ink. But those are real things that happen in everybody’s life and the idea of technology that makes it a little bit easier so that you don’t run into those circumstances– it’s really powerful. It’s great. It’s great to work for a company that develops that kind of technology.
I also have kids, and a quick, funny anecdote story about our printer. We have an HP printer. But that is the place where you can get arts and crafts white paper. So whenever they want to color, whenever they want to build something, they know to go to Dad’s printer, open up the printer drawer, grab all the paper. So whenever I need to print, it’s not ink. It’s paper [laughter].
Paper. We’re working on that, too. We’re working on that, too [laughter].
You’ve been in this space a long time. Industry vet. What are some of the things that you wish you would see more innovation in? And we’ve talked about digital voice assistants, we talked about dynamic email. Are there areas of the industry that you wish, personally, you would see more innovation and development?
Yeah, I mean it’s one of these things where, I remember it was the year of mobile. It was 10 years in a row at Ad Age, right? It was like, “The year of mobile: 2008. 2009. 2010. 2011.” I think we’re getting there with voice. I don’t think it’s getting there as quick as I would hope. Because it is pretty pervasive. I think specific to CRM and email, we’re running into some really unique challenges and in the future, if you think about CCPA and some of privacy laws that exist in Europe. It’s going to change really quickly, and I hope that brands are really understanding consumer privacy and understanding how to change their approach accordingly. Because I think the brands that are leaders and understand how to abide by some of the new restrictions and still get their message across and still do good proactive marketing–I think those brands are going to kind of surge ahead, versus the brands that kind of sit by the wayside. I think we’re kind of in this unique ecosystem right now where there’s a lot of wait and see.
And I do feel privileged to be at HP where I do feel like we’re genuinely innovative and we kind of push the envelope. If I was to look back at myself 10 or 15 years ago, or 20 years ago, I think I would probably push myself to take more calculated risks. Because sometimes by following the herd you miss out on big opportunities. And we see it pretty frequently in all sorts of different types of marketing. And I’ve got a chap that works for me and he’s 24 or 25 years old, and I look at him and the energy he has and how he pushed the envelope. And I wish that I pushed authority a little bit more and that I challenged the status quo a little bit more in how I did marketing when I was a little bit younger. And so now I feel like I’ve learned from that as a gray hair, and I’m doing my best to kind of roll that forward and kind of promote that ethos within my team.
Morgan, thank you so much. This has been a great opportunity. I appreciate you sitting down with me.
Absolutely. Thank you again for the opportunity.
I do appreciate it.
And thanks everyone for tuning in. We hope to see you on another episode of Email on Tap.
Mark Briggs serves as chairman and CEO of Validity, a company he founded in partnership with Silversmith Capital Partners. He has over 25 years of experience building and leading high-growth technology companies with a strong track record of generating exceptional shareholder value. Most recently, Mark served as CEO of ABILITY Network, recognized in the Forbes Cloud 100 as one of the top 100 cloud companies in the world, which was acquired by Inovalon (NASDAQ:INOV) for $1.2 Billion.
Prior to ABILITY, Mark held executive leadership positions at Carefx Corporation, at NaviNet, was the President of MPI Solutions at QuadraMed Corporation, and served as the Chairman and CEO of LinkSoft Technologies, a company that he founded. Mark is a member of the Board of Advisors to the Dartmouth Guarini School of Graduate and Advanced Studies and is a Senior Advisor to Silversmith Capital Partners, a leading Boston based growth-equity firm.
Mark holds a Master’s in theoretical physics and a Bachelor’s degree in physics, both from Dartmouth College.
Wayne Parslow serves as Executive Vice President of Validity for International and is building a world-class sales and go-to-market team to maximize Validity’s opportunities across the UK & Ireland, EMEA, LATAM and APAC. In addition to general management, he is responsible for the development and execution of business plans, go-to-market programs, sales management, strategic partnerships, and public representation for the International markets, and to develop the business at least in line with the aspirations of the US domestic market.
For over 25 years, Wayne has been successfully building, scaling and restructuring international companies in various industries, including document and workflow management, integration and interoperability, web application development, security, access management, eCommerce, business process management and the application of open source and open standards.
Prior to Validity, he served as head of European, Middle Eastern and African markets for global digital identity company, ThreatMetrix.
Wayne received his Bachelor of Science in Applied Science from Kingston University.
Gary Hall serves as the Chief Financial Officer for Validity. Gary has over 20 years of experience leading finance and operational teams at high-growth, technology companies and helping these companies generate significant shareholder value through public and private offerings and successful exits.
Prior to joining Validity, Gary was the Chief Financial Officer of Casa Systems, Inc., a provider of ultra-broadband solutions for mobile, cable, fixed and converged service providers, and helped lead the company through significant growth, culminating in an Initial Public Offering in 2017. Prior to Casa System, Gary was the Chief Financial Officer of eCopy, a provider of document management solutions, which was sold to Nuance Communications in 2009. Gary was also the Controller and then Chief Financial Officer of MatrixOne, a product life-cycle management software company, and he helped lead the company’s Initial Public Offering in 2000 and the sale of the Company to Dassault Systems in 2006. Gary is a Certified Public Accountant and worked at Deloitte, a multinational professional services firm.
Gary holds a M.S. degree in Finance from Bentley University and a B.S. degree in Accounting from Southern New Hampshire University.
Derek Swaim serves as Executive Vice President of Corporate Development for Validity and is responsible for all aspects of corporate development strategy and execution.
Derek brings more than 20 years of corporate transaction experience to Validity. He has advised leading private equity and founder-owned technology companies on domestic and cross-border strategic M&A, leveraged buyouts, and growth equity recapitalizations. Prior to Validity, Derek was a Managing Director at Aeris Partners, a provider of M&A advisory services to software, digital media, and business information companies. Derek also held investment banking positions at Harris Williams, Broadview International, and Goldman Sachs.
Derek has an AB in Economics from Harvard University and an MBA from Dartmouth’s Tuck School of Business.
Bonnie is passionate about excellent customer experience. With a background in marketing, merchandise buying, and retail management, she helps companies stay relevant amid the changing digital landscape.
Bonnie leads the Customer Success team at Validity, the most trusted name in customer data quality. She is an active Email Experience Council committee member, featured speaker for events, and has written for the company blog and TotalRetail.
Don Williams serves as Executive Vice President of Sales for Validity. With over 25 years in the healthcare technology industry, Don has a track record of creating, restructuring, and motivating organizations to consistently exceed sales, financial and operational goals.
Don is focused on client services for the firm, as well as creating a positive culture of accountability, developing and executing growth strategies, and monitoring business operations with attention to cost efficiency.
Prior to Validity, Don served as the SVP of Operations for MedeAnalytics Inc., a leading healthcare analytics company for providers and payers.
Don received his Bachelor of Science in Business Administration from the University of Alabama in Huntsville. He also received his Six Sigma Green Belt Certificate from Villanova University.
Josh Stuber is a customer centric leader focused on delivering value and leveraging customer feedback to ensure long term relationships. Josh currently runs the Validity Global Renewal Team, responsible for spearheading Customer Retention and Renewals across the globe.
In addition to his executive career, Josh serves on the board of West Georgia Habitat for Humanity, a charity that brings people together to build homes, communities and hope for impoverished families.
Scott Ziegler is Validity’s Chief Product Officer. Leveraging input from customers and analyzing market trends, Scott sets the strategic direction for Validity’s product portfolio. Scott joined Validity through the acquisition of Return Path in 2019. He remains active in the email community and the product management community and has presented at industry events.
Before joining Validity, Scott held leadership roles in Product and Engineering at IBM and Ricoh and holds multiple patents. He has a Bachelor of Science in Mathematics with a minor in Computer Science from Muskingum University.
Josh Stuber is a customer centric leader focused on delivering value and leveraging customer feedback to ensure long term relationships. Josh currently runs the Validity Global Renewal Team, responsible for spearheading Customer Retention and Renewals across the globe.
In addition to his executive career, Josh serves on the board of West Georgia Habitat for Humanity, a charity that brings people together to build homes, communities and hope for impoverished families.
Helen Parslow serves as Vice President of Validity for International managing a world class go-to-market team to maximize Validity’s opportunities across the UK & Ireland, EMEA, LATAM and APAC.
Helen is a seasoned marketing leader who is passionate about building brands and is experienced in developing and executing insights-driven marketing plans and World class event presence that span both our global and international marketing initiatives.
Prior to Validity, she served as Head of Marketing and Business Development at Medeanalytics, EMEA. Marketing data solutions for healthcare unlocking the value of data for better patient outcomes.
Helen received her BA (Honours) Business studies degree from Nottingham Trent University.
Tunc Bolluk is Vice President, APAC for Validity. He is responsible for leading sales and for overseeing general management of the region for the company. Tunc brings his extensive regional experience in the digital sector to support Validity’s clients across their marketing, sales, data & CRM business units.
For over 20 years, Tunc has worked in general management roles in sales, channel/alliance management, and client services. He has extensive experience leading and mentoring sales teams and executing strategic business plans within the Cloud/SaaS, digital, big data and the ad-tech space.
Tunc holds a Bachelor of Computer Science from Macquarie University.
Chris Bryan serves as Vice President of Sales for the UK & Ireland at Validity International managing Validity’s go to market efforts in the region.
Chris brings 27 year’s experience working for technology companies predominantly SaaS based Software Companies. Chris is passionate about enabling everyone to make better fact based, data driven decisions coming from the Business Intelligence and Visual Analytics space (Qlik, Business Objects (SAP), Crystal Decisions) building and developing highly successful Sales & Business Development teams.
Chris is passionate about Sales Best Practice to deliver positive outcomes with excellent service for our customers and supporting his teams personal and professional growth.
Brian Winters brings nearly 20 years’ experience in the marketing technologies field to Validity and has worked for many marketing technology software companies including ExactTarget, Salesforce, and Movable Ink.
He has held positions in Sales, Sales Leadership, Operations, Strategy, and Partnerships. He has provided tactical execution strategies or program deployment guidance for organizations such as Intel Corporation, Motorola, and 3M amongst many others. He is truly passionate about the positive impact that a well-designed, deployed, and executed partner program can bring to an organization and is considered to be a thought leader in the development of indirect sales channels within the SaaS industry.
At Validity, he leads our efforts to develop programs that empower partners to best leverage Validity technology and solutions for our customers.
As Senior Vice President and Global Head of Data Solutions at Validity, Chris is responsible for executive direction, roadmap, and overall management of Validity’s data solutions. He works closely with industry operators, customers, and data analytics to drive an informed product strategy.
One of the first International employees of Validity, Chris brings 25+ years experience as an individual contributor and leader in Pre-Sales, Product, and Customer Success roles across multiple startup and large enterprise software companies.
With a passion for technology, Chris is a regular contributor to events, blogs and an active member of the International Salesforce Community.
Cecilia Belele serves as Vice President for LATAM. She is responsible for leading sales team and also oversees general management of the region.
Previously she served as Regional Director for Return Path and earlier as Channel Director responsible to develop the partner program for LATAM Region. With an extensive experience leading sales teams and executing strategic business plans she helps Validity to increase its presence in Latam market.
Cecilia has Bachelor of Economy with an MBA for Business and Technology Management
Kevin Randall serves as the Head of the Integration and Project Management offices at Validity. Kevin brings 15 years of experience in Integration, Portfolio, Operations, and IT Service Management as well as a track record of developing the teams, processes, and systems to scale growth oriented organizations.
Kevin received his Bachelors from Bentley University in Waltham MA.
Guy is a passionate advocate for intelligent use of customer data to drive responsive sales and marketing programs. With a knowledge base spanning twenty years, he is globally recognized as an email & data expert and thought leader.
Over the past decade Guy led Return Path’s global consulting team and worked with world-famous clients across 6 continents to improve their email delivery, subscriber engagement and revenue.
Now Validity’s VP for Customer Engagement (International), he continues to explore his passion for email and data and share it with his clients to maximise their program value. He’s a strong believer in giving back to his community, speaking at flagship events, providing training, and producing fresh and insightful thought leadership.
Outside of work, Guy has had long-term involvement with the DMA, currently sitting on the email council and involved with key pieces of research. He is a regular contributor to the industry press, and a 3-time finalist as data storyteller of the year!
Alex Rubin serves as Vice President Business Development at Validity. He is responsible for data acquisition efforts including mailbox provider and filtering company relationships. Alex has worked in leadership roles at several successful start-ups including Return Path (acquired by Validity), RemarQ (acquired by Critical Path), and Rocket Science Games (acquired by Sega Software).
Alex was born, raised and currently lives in San Francisco, CA. He holds a BA from UC Berkeley and an MBA from UCLA.
Brendan Peregrine serves as the Vice President of North American Sales for the midmarket. Brendan has spent the last 12 years in sales leadership roles, building process driven teams that achieve results.
With a background in data and years of working in data related business, Brendan is passionate about coaching problem solving skills in the data and world with his teams. Previously Brendan served as Vice President of Sales at Greenway Health, after spending 10 years in operations and services roles.
Elaine Ginsberg serves as Vice President Sales Operations. Elaine brings over 25 years of operations, sales and product experience to Validity. She has a solid track record building organization infrastructure and executing programs utilizing process, technology and employee engagement to drive rapid growth.
Prior to Validity, Elaine served as SVP Customer Operations & Success for ABILITY Network, a leading healthcare technology company, recently acquired by Inovalon; and held leadership roles with Vitera Healthcare Solutions, Sage Healthcare and Emdeon.
Tom Bartel is Validity’s Senior Vice President of Data Services. Tom has more than 20 years of email delivery, data, technology, operations, and privacy experience. He most recently joined Return Path through its acquisition of ThreatWave, where he served as CEO/Founder. Prior to that, he has held roles at Return Path, MessageMedia (acquired by DoubleClick), and founded several other startups.
Tom is actively involved in key industry organizations, such M3AAWG and ESPC, and advises start-ups and non-profits. Tom has a Bachelor in Speech Communication from Colorado State University.
Karen Friedrich serves as Senior Vice President of Enterprise and Channel Sales for North America. With over 15 years’ experience in enterprise software sales and strategy, Karen has a track record of success in both the private and public sector markets including sales management, product strategy, marketing, channel management, and solution deployment. Karen brings an entrepreneurial drive, strong relationship development skills, and credibility gained through sales and operational experience.
Prior to joining Validity in 2018, Karen served as VP of Channel Sales at MedeAnalytics, Inc. a leading analytics company for providers and payers, and held sales leadership roles at Harris Corporation, Carefx Corporation, and WebMD.
Serving as Validity’s CIO, Steve Doyle is responsible for creating and executing upon the business-aligned vision and roadmap for Information Technology systems and solutions at Validity, including IT Corporate Services, telephony, corporate networking, and Core Business Systems. Steve brings more than 25 years of prior industry experience in a variety of IT roles, all in High Tech, SaaS-based industries.
Prior to joining Validity, Steve was Vice President of IT & Business Systems for Endurance International Group, where he oversaw Corporate IT, Infrastructure, CRM, Data Warehouse, and other mission-critical business applications for Endurance’s 4,000+ employees, globally.
As Senior Vice President of Strategy & Corporate Development, Lily is responsible for developing and executing cross-organizational strategies that drive scale and growth for Validity.
Lily started her career as a consultant at PwC, and has since moved into high-growth technology startups where she has held various leadership positions at industry-leading SaaS companies. Prior to Validity, Lily ran Strategic Partnerships for Optoro – a VC-backed reverse logistics company – where she was responsible for the company’s channel revenue and network of distribution partners. Before that, she was the Co-Founder and COO of Aspire – a tech-enabled employee engagement company – where she managed all business strategy and operations. Aspire was acquired by Raffa, P.C., now a part of Marcum LLP.
Lily graduated Summa Cum Laude from Georgetown University with a BSBA in Finance and Chinese. Hoya Saxa!
Michael Fairchild serves as the Vice President of Financial Planning & Analysis for Validity and brings to us his expertise regarding all aspects of strategic corporate financial planning, and valuable analysis which drives business decisions.
Michael brings 12+ years of financial experience in SaaS technology companies, ranging from start-up companies to large enterprise technology companies. Prior to Validity, Michael supported the growth of a Rhode Island based start-up, from venture backed to private equity sponsorship. Additionally, he spent 5+ years in various roles at IBM in the SaaS finance group, where he supported mergers & acquisitions, integration, and growth of over 10 acquired technology companies into a single business unit.
Michael holds a Master’s of Business Administration from Suffolk University’s Sawyer Business School and a degree in economics from Dickinson College.
Diane Gordon is an accomplished C-level executive with over 25 years of driving retention and growth by creating scalable infrastructure in support of profitable P&Ls and customer loyalty, the basis for minimizing churn. She designs and leads the development of market-leading products, programs and solutions, achieving high growth, while ensuring customer loyalty, and healthy renewal and NCVI rates for technology companies. Diane’s career includes executive roles in customer care, operations, marketing, product development, product management and corporate development.
Greg has BSBAs in Economics, Finance and Real Estate from University of Denver and an MBA from Dartmouth’s Tuck School of Business.
As Senior Vice President of Marketing, Kate leads all of Validity’s marketing efforts.
Prior to Validity, Kate was Vice President of Marketing at Drift, where she discovered her passion for helping and marketing to sales professionals and marketers. While there, Kate built the demand generation function from the ground up, achieving more than 200% in pipeline growth. Before Drift, Kate led the demand generation and marketing operations teams at SmartBear, where she managed the pipeline generation for a portfolio of more than 20 products.
Kate has also led marketing and product for a number of early stage startups ranging in size and industry, from education and healthcare to employee engagement. She is passionate about bringing businesses to life in the hearts and minds of prospects and customers by creating amazing customer experiences across the entire customer lifecycle.
Kate holds a Bachelor’s degree in Spanish Language and Literature from Regis College.
As SVP of Legal, Eduardo owns the global legal function at Validity.
Eduardo has practiced law for more than 20 years in both corporate and law firm environments. Eduardo has broad legal experience in SaaS commercial transactions, risk management, M&A, due diligence, entity and product integrations, intellectual property, data privacy, regulatory compliance, and corporate governance.
Eduardo has an LL.M. in Securities and Financial Regulation from Georgetown University Law Center, a J.D. from the University of Pittsburgh School of Law, and a B.A. from the University of Dallas.
Jim co-founded Silversmith Capital Partners in 2015. Over his career, he has served on the board of 20+ tech companies. Past and current board seats at Silversmith include Absorb Software, Centauri Health Solutions, Comlinkdata, Formstack, impact.com, Market Access Transformation, Net Health, PDFTron Systems, RedAwning, TMA Systems, and Validity.
Jim spent 15 years as a growth equity investor prior to co-founding Silversmith. Jim joined Spectrum Equity in 2002 and became a Managing Director in 2009. At Spectrum Equity, Jim sourced, led, and served on the board of numerous enterprise SaaS, information services, and healthcare IT companies. Investments of note included MedHOK (acquired by Hearst), Net Health (acquired by Carlyle), and Passport Health Communications (acquired by Experian).
Jim received an AB, magna cum laude, in English & American Literature from Harvard College (1997). At Harvard he was nominated by the College for a Rhodes Scholarship and awarded the John P. Reardon Jr. Award as the class’ most outstanding scholar-athlete.
Sri joined Silversmith Capital Partners in 2015 and is a General Partner. At Silversmith, Sri focuses on investments in SaaS & Information Services, including sales, marketing and customer service related technology companies. His investment experience at Silversmith includes ActiveCampaign, DistroKid, Impact, PDFTron Systems, RedAwning Group, and Validity.
Prior to Silversmith, Sri was Senior Director of Advertising Products at salesforce.com where he served in various roles to create and scale the Salesforce Marketing Cloud business unit after joining Salesforce through its acquisition of Buddy Media. Prior to Buddy Media, Sri was an Associate at TA Associates and an Analyst with Jefferies Technology Investment Banking group.
He graduated from the Jerome Fisher Program in Management and Technology at the University of Pennsylvania with a BS from The Wharton School and a BAS from the School of Engineering and Applied Science.
Mike Volpe is the CEO at Lola.com, a business travel website that aligns managed travel policies with employee preferences for organizations to have a more controlled, yet fun, travel experience. Prior to Lola.com, Volpe was the CMO for HubSpot helping the company grow from a dozen beta customers to over 15,000 customers, 1,000 employees, $150 million in revenue, and creating an IPO leading to a $1.7 billion market cap.
Volpe has made more than 25 angel investments with 4 exits including HubSpot, Cybereason, Locately, GroSocial and ThriveHive through Operator.VC. He serves as an advisor to a number of companies and is on the board of directors of Repsly, a mobile CRM company and was on the board of Attend until they were acquired by Event Farm. Volpe has built his career in marketing at a number of different startups in Boston and San Francisco.
Mark Hastings is the Founder and CEO of Providence Strategic Growth. PSG has approximately $5B in AUM and has invested in over 200 software companies in North America and Europe. The firm is headquartered in Boston, MA and has offices in London, UK and Kansas City, MO. He received a Master of Business Administration from the Wharton School at the University of Pennsylvania and a Bachelor of Arts from Colorado College.
Tom Reardon joined Providence Strategic Growth in 2015 and is a managing director. Mr. Reardon is currently a director of FluentStream, Formstack, INE, LogicMonitor, ShootProof, SignUpGenius and Skybox Security. Prior to PSG, Mr. Reardon was a general partner at WestView Capital Partners, where he focused on software and technology-enabled business service investments. Before WestView, he was a director at CIBC Capital Partners. Mr. Reardon received a Master of Business Administration from Harvard Business School and a Bachelor of Arts from Harvard College.
Barbara Cooke serves as Senior Vice President of Customer Success for Validity, where she is responsible for accelerating business value for customers and delivering an exceptional service experience through our market-leading cloud solutions.
Barb brings more than 25 years of international leadership experience to Validity through senior commercial, customer and operational roles at global technology organisations, including Cloudreach, Nasdaq and Thomson Reuters. She led these organisations through significant change, including post-merger integrations, the launch of new businesses from the ground up and organisational structure transformations that radically enhanced customer experience, improved efficiencies and drove product and service innovation. She has lived and worked extensively across eight countries in Europe, Asia, Australia and North America, gaining first-hand experience in developing value-add, unique offerings and service strategies to multi-cultural customers.
Barb spent her early career leading and training teams for The Ritz Carlton Hotel company which ingrained her philosophy on what it means to deliver an exception customer experience. She is originally from Dallas, Texas and holds a Bachelor of Arts degree in Psychology from Southern Methodist University.
Alain Marcuse serves as Chief Information Security Officer for Validity and oversees all strategic and operational aspects of data privacy, compliance, and security for the company.
Alain brings more than 30 years of experience in information security, data privacy and global 24×7 IT infrastructure operations to Validity. He has led high-growth, global, IT, security and privacy teams in organizations based in the Americas and Europe.
Prior to joining Validity, Alain led RSM’s cybersecurity consulting practice in New England and its data privacy practice nationally. In this and prior roles, he has led large-scale engagements in designing, developing and managing security and privacy programs for a wide range of companies and industries, as well as major incident response, litigation support and regulatory enforcement matters following some of the most visible data security breaches in the country. He has also been responsible for global 24×7 SaaS operations including infrastructure, security, and customer service.
He has also served as Consul of Belgium in New England, and is an Adjunct Instructor in the Master’s in Information Security Leadership program at Brandeis University, from which he received M.A. and B.A degrees in Computer Science. He holds multiple security and privacy certifications and serves as co-chair of the International Association of Privacy Professionals’ Boston chapter and is a frequent presenter at a variety of security and privacy industry events.
For the past 21 years, Reed has served in CXO roles (CEO/co-founder, COO, CFO) for start-ups and early/mid stage companies in the medical devices, healthcare IT, active RFID, SaaS, avionics and life-sciences industries. He has extensive experience in M&A, and in venture/PE/debt financing. He was most recently CFO of Invicro, a CRO (Contract Research Org) in drug discovery and development.
For 22 years prior to these activities, Reed held leadership roles at Hewlett-Packard Co. to include Controllerships in semiconductor, analytical chemistry instrumentation, and computer businesses. He managed Controllership, Tax and Treasury for HP Asia Pacific and – separately – Internal Audit for Asia Pacific. He also managed operations and Controllership for HP’s Patient Monitoring business in HP’s Medical Products Group. Reed holds an MBA in Operations and a BS Finance from The University of Colorado.
As a Senior Vice President of Engineering, Gary oversees all strategic and operational aspects of Validity’s Product Development and executes on the business-aligned technology roadmap.
Gary brings more than 25 years of leadership experience to Validity through senior technical and operational roles in technology-led organizations, including Verizon Media, PictureTel and Polaroid.
As a co-founder of several companies, Gary built multi-disciplinary and multi-cultural teams to deliver market-leading products and solutions. He led these organizations through meaningful change, including post-merger integrations and organizational transformations to enhance product innovations and to improve efficiencies and customer experience.
Gary received a BS degree in Computer Science from Northeastern University and an MBA in International Business from Boston University
MJ McCarthy serves as Senior Vice President of Global Account Management for Validity, leading the teams responsible for retaining and growing Validity’s broad customer base.
Prior to joining Validity, MJ spent over 9 years leading Account Management at Everbridge, helping to scale a 20M business through IPO in 2016 to its present-day status as one of New England’s top performing SaaS companies. As part of Everbridge’s evolution, MJ implemented a customer success model to increase focus on solution adoption and value realization across strategic customers. During her tenure, Everbridge consistently achieved best-in-class customer retention, net promoter score (NPS) and customer satisfaction (CSAT) scores based on feedback.
Recognized for her leadership in account management and customer success, MJ received a 2021 Stevie® Award, one of the world’s premier business accolades.
Prior to Everbridge, MJ held sales and account management leadership positions at CCBN, Thomson Financial, and Thomson Reuters.
As Vice President of Financial Planning & Analysis, Andy is responsible for leading budgeting, forecasting, and analyses that support all major corporate decisions.
Andy began his career as an investment banker at Chestnut Partners – a life sciences industry focused boutique – and has since moved into corporate finance roles. Prior to Validity, Andy was Vice President of Corporate Development & Strategy at Invicro – a global CRO offering imaging biomarkers, core lab services, analytics & software solutions to pharma/biotech sponsors – where he was responsible for both FP&A and corporate development activities of the company.
Andy holds an MBA from The University of North Carolina Kenan-Flagler Business School, a BA in Economics from Middlebury College, and is a CFA® charterholder.
Ryan Policella serves as the Vice President of Global Sales Development for Validity, leading teams in the US, UK, Brazil and Australia responsible for lead generation for our new business sales organization.
Prior to Validity, Ryan spent the past 4 years at CloudHealth Technology building and leading the Sales Development organization which was later acquired by VMware. Before CloudHealth Ryan held numerous positions in Sales and Sales Leadership at Oracle supporting the Applications business unit and IaaS across all segments from Emerging Markets to Enterprise. Ryan’s extremely passionate about building and scaling SDR programs to not only drive revenue growth but to develop the next generation of Sales leaders.
Ryan holds a Bachelor’s degree in Business Management from Springfield College.
Chris Newhall serves as the Chief Accounting Officer of Validity, where he is responsible for the Company’s global accounting, financial reporting, financial operations, tax, and treasury functions.
Chris brings more than 25 years of business management and strategic financial expertise to Validity. He has extensive experience working with global and domestic businesses to optimize financial performance. Prior to joining Validity, Chris served in executive accounting roles at BCG, a global management consulting firm, and IDEMIA, a global leader in security and identity solutions. He spent the first nineteen years of his career in leadership roles within the audit practice of PwC, serving clients across many industries including technology, software, and professional services. Chris’ experience includes working with early stage, venture/private equity backed companies as well as publicly traded companies.
Chris holds a Bachelor of Science degree in Accounting from Babson College. He is a Certified Public Accountant in the Commonwealth of Massachusetts and is a member of the American Institute of Certified Public Accountants (AICPA) and the Massachusetts Society of Certified Public Accountants (MSCPA).
Brian Prusak serves as Vice President, Corporate Controller for Validity, leading the teams responsible for financial reporting, accounting operations, payroll, revenue operations, and accounting systems.
Prior to Validity, Brian held a similar role at iCAD, a publicly held, global leader in medical technology. As the Vice President and Controller, he was also responsible for all SEC filings. Prior to iCAD, Brian served in various roles with responsibility for the operational and financial functions at Skillsoft Corporation, a global leader in corporate digital learning. Brian’s experience includes leading teams through mergers and acquisitions, and the transition from a public to private company.
Brian holds a Bachelor of Science degree in Accounting from Bentley University and an MBA in Finance from Southern New Hampshire University.